The Influence of Location, Products, Promotions, Services with Respect to Consumer Behavior (Studies in the Indo March Raya Darmo Surabaya)

The purpose of this research is to know and test the influence of the location of businesses, products, promotions, services, consumer behavior towards Indomaret Point Raya Darmo Surabaya.

This research is explanatory study, which explains the influence between variables through hypothesis testing. The research was held in Indomaret Point Raya Darmo Surabaya. The sample in this study were 80 respondents. The independent variables are: location (X 1), product (X 2), promotion (X 3) and services (X 4), the dependent Variable is the consumer’s behavior (Y), while its analysis technique using multiple linear regression analysis are used as statistical methods.

The results of data analysis in this study is there is a very strong relationship between location (X 1), product (X 2), Promotion (X 3), services (X 4) to consumer behavior, the value of the coefficient of determination (R square) of 0,936. This figure shows that the variable location (X 1), product (X 2), Promotion (X 3), services (X 4) can account for the variation or able to contribute to the performance of variable 93.6%, while the rest amounted to 6.4% due to other variables that are not included in the study.